In a second installment of “Post with the Most (Organic) Shares,” we present another winner from eTourism Summit entries — this time, a photograph rather than a video.

Identifying the Shareability Factor

In last week’s issue of The Travel Vertical, (Beyond Likes; 10/31/16) we explored how Visit Fort Collins tapped into strong local pride to attain 15 percent shareability for their destination.

This week, we examine emotion as the trigger behind why 7.2 percent shared this stunning Super Bowl 50 image that really connects with people, courtesy of the Santa Clara Convention & Visitors Bureau.

Emotion is a Foundation of Storytelling

At World Travel Market this week, a Facebook travel vertical executive told attendees that the challenge for many DMOs is differentiation. WTM News quotes global marketing solutions team member Neasa Costin, “An image of a beautiful beach will do the job for you but if you take away the logo you would not be able to distinguish one brand from another.” Costin added that Facebook is working to help destinations and travel companies change that by maximizing emotional resonance.

Even when an adorable baby giraffe isn’t born at the zoo, or the Blue Angels aren’t soaring overhead at a major national event, if you find the authentic, human, emotional aspect of your story, you’ll have a key to organic reach.